What’s the Same About Lipstick and Software?

Over the years, I've had the opportunity to work in a few very different industries.

From beauty products to software and technology.

The products couldn't be more different, but the principles behind helping people adopt something new are surprisingly consistent.

Whether you're introducing someone to a new lipstick, a software platform, or an AI tool, people need confidence before they commit.

One mistake I see businesses make is leading with features.

We get excited about what the product does, all the capabilities, all the technology behind it.

But the customer is often still trying to figure out something much more basic:

How will this help me?

And just as importantly:

Can I actually use it?

Until those questions are answered, features don't mean much.

When I worked with makeup customers, people didn't buy a lipstick because of the ingredients, the formula, or the technical details.

They bought when they could experience it.

When someone tries on the lipstick, sees it on their lips, looks in the mirror, and sees the difference, the product becomes real.

They begin to connect it to the payoff.

Maybe it's feeling more confident.

Maybe it's completing an outfit.

Maybe it's feeling more put together and ready for the day.

Maybe it's simply having a little more fun with their appearance.

They're not buying a lipstick.

They're buying what the lipstick helps them feel.

Just as importantly, you have to meet people where they are.

If someone had never worn lipstick before, I wouldn't start by handing them a bright red shade and expecting them to be comfortable wearing it.

I'd start with something that feels approachable.

Something they can see themselves wearing.

Something that makes them feel successful from the beginning.

Software and technology are no different.

Yet many companies do the exact opposite.

They overwhelm prospects with technical language, industry jargon, acronyms, and advanced features before helping them understand the basics.

For someone who is new to AI, for example, talking about models, automations, integrations, and prompt engineering may sound impressive, but it doesn't answer the question they're really asking:

How can this help me do my job better or make my life easier?

People don't need to understand everything about a product before they start using it.

They need to understand enough to see how it fits into their world.

That's why trials, demos, onboarding sessions, workshops, and hands-on experiences are so important.

People need an opportunity to experience the product for themselves.

To see where it fits.

To build confidence.

To develop familiarity.

To feel successful using it.

Across industries, cultures, and borders, some business principles remain the same.

People rarely buy because they understand every feature.

They buy when they understand the payoff and feel confident they can achieve it.

And that confidence rarely comes from showing people everything.

It comes from showing them what's relevant to them.

From speaking their language.

From meeting them where they are.

From helping them experience the value before asking them to commit.

The product may be lipstick.

The product may be software.

The product may be AI.

The principle is the same:

The goal isn't to explain the product.

The goal is to connect the product to the person.